Looking for change in all the wrong places

by Seth Godin
If you're doing something important, you're working to make change happen. But change is difficult, often impossible. Are you trying to change your employees? A entire market? The attitude of a user? The more clear you can be about the specific change you're hoping for (and why the people you're trying to change will respond to your actions) the more likely it is you'll actually achieve it.Read the full article